Email marketing has long been a cornerstone of digital marketing, with one key question driving strategy: "What’s a good click rate?" While this is still a valuable question, the world of email marketing is evolving, and the true measure of success is shifting. Brands are moving away from one-time, transactional metrics like click rates and focusing more on ongoing, two-way conversations that build deeper customer relationships. But first, let’s answer the question you came here for—what is a good click rate?
Click rates vary widely depending on the industry, and it’s important to know where your brand stands in comparison. Here are some industry benchmarks for open and click rates:
These numbers provide a useful benchmark, but here’s where things get interesting—while click and open rates are essential to track, they don’t tell the full story of how your audience is engaging with your brand.
Click rates answer a basic question: Did your recipient take an action after reading your email? While useful for assessing immediate interest, click-through rates don’t reveal much about the strength of your relationship with your customers or the potential for ongoing engagement.
In a world where brands are vying for customer attention across multiple channels, one-off interactions like clicks don’t build lasting connections. This is why modern marketers are starting to measure something deeper—ongoing conversations that capture the customer’s journey and reflect their preferences over time.
Rather than focusing exclusively on getting a customer to take a single action (like a click), the new measure of success revolves around how well you can engage them in a conversation that continues beyond the initial touchpoint.
Here’s why this shift matters:
Historically, two-way communication with customers has been expensive and difficult to scale. Brands have relied on automated, one-way emails because it wasn’t feasible to engage in personalized conversations at scale. However, advancements in AI technology have changed that, making it possible to engage in meaningful, two-way communication without skyrocketing costs.
This is where TruAgents comes in. Our platform makes scaling two-way conversations with your customers easy and inexpensive. By leveraging cutting-edge AI, TruAgents enables businesses to automate human-like, always-on communication—turning one-time interactions into ongoing dialogues that deepen customer relationships.
Although two-way communication is the future, metrics like click rates still have their place. They help you understand immediate performance and how well your email drove specific actions. However, these should be viewed as part of a broader strategy that values long-term engagement over one-off interactions.
To create a balance between immediate results and relationship-building, you can use a combination of metrics:
In summary, while click rates provide a helpful benchmark, they’re only part of the equation. The real goal is to foster long-term, two-way communication with your customers. By focusing on metrics like reply rates and engagement over time, you’ll not only boost the effectiveness of your email campaigns but also create lasting relationships that lead to greater customer loyalty and lifetime value.
At TruAgents, we understand this shift and offer a platform designed to help you engage in meaningful, human-like conversations with your customers. Our cutting-edge tools enable businesses to scale two-way communication affordably, helping you build deeper connections and redefine your approach to email marketing.
For more insights on how to improve your email marketing strategy, Schedule a demo today!